El Chico SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1122

SWOT analysis of El Chico analyses the brand/company with its strengths, weaknesses, opportunities & threats. El Chico is one of the leading brands in the food & beverages sector. In addition to SWOT Analysis, the table below also lists the top El Chico competitors and elaborates El Chico segmentation, targeting, positioning & USP.

El Chico

Parent Company

Consolidated Restaurant Operations




Food & Beverages

Tagline/ Slogan

Serving fine Mexican food since 1940


Freshest Mexican food experience

El Chico STP


Restaurants and food chains

Target Group

Southern U.S. mainly, 15 years and above, middle class, immigrants/people who like to try new cuisine


Traditional Mexican food

El Chico SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of El Chico. Strengths are:

1. Strong, rich heritage of many decades
2. More than 75+ restaurants including many franchises
3. Catering options and kids menu on offer
4. Concept of gift cards to induce loyalty

5. Innovative menu and offerings for the customer to choose from

6. Freshest, hand made menu with daily blackboard specials


Here are the weaknesses in the El Chico SWOT Analysis:

1. Caters to a niche audience means limited market grasp
2. No catering/online ordering facility is a drawback
3. Limited geographic reach of the brand as compared to global food chains


Following are the Opportunities in El Chico SWOT Analysis:

1. High Mexican population in their target area of southern U.S.
2. Growing awareness and fondness for untraditional cuisine like Mexican etc
3. Opportunity for further expansion into other geographies


The threats in the SWOT Analysis of El Chico are as mentioned:

1. Multiple players catering to the same segment
2. Rapidly growing health conscious population
3. A full service Mexican category has been on a decline with the growth of the fast casual category that Qdoba and Chiptole cater to

El Chico Competition


Below are the top 3 El Chico competitors:

1. Del Taco
2. Chipotle
3. Don Pablo’s

The brandguide table above concludes the El Chico SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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